Apple is expanding its footprint in London with the launch of a new, state-of-the-art concert venue situated beneath its UK headquarters at the iconic Battersea Power Station. The 600-capacity hall, located on the site’s north side with views of the Thames, is designed to host intimate performances from both established artists and emerging acts. Every concert hosted at the facility will be filmed and broadcast live via the Apple Music platform.
According to Apple Music vice president Oliver Schusser, the space is engineered with unmatched technical capabilities, featuring more cameras and speakers than any other venue of its size globally. The venue interiors draw inspiration from the power station’s Art Deco architecture, utilizing specially selected brickwork to ensure optimal acoustics. The performance area, anchored by a 38-foot stage, allows for flexible configurations ranging from traditional front-facing setups to performances in the round.
This initiative follows a difficult period for the UK’s live music sector, which saw 45 venues shut down in London last year alone. This closure rate reflects a wider national decline, with approximately 400 clubs across Britain closing their doors between 2020 and 2025 due to rising living costs and shifts in post-pandemic habits. Despite the concerns of independent operators, Schusser maintains that Apple is not attempting to compete with existing commercial venues or steal their clientele.
Schusser explained that the primary mission of the new venue is to foster stronger relationships between artists and their fanbases. By producing bespoke, high-quality content—including live-streamed gigs, radio appearances, and podcast recordings—Apple hopes to differentiate itself from competitors like Spotify and Amazon Music. The facility also houses new studios for Apple Music’s radio operations, which are relocating from King’s Cross, alongside dedicated spaces for writing camps and band rehearsals.
The project represents a strategic response to criticism regarding the impersonal nature of streaming services. Industry veteran Jimmy Iovine has previously warned that current platforms risk becoming obsolete by functioning merely as utility-focused, one-dimensional “ATM machines” that fail to connect listeners with the creative process. Schusser acknowledged these concerns, noting that the company wants to move beyond anonymous algorithmic playlists to help fans engage with the stories behind albums and the artists themselves.
Beyond artist engagement, Apple intends to use the venue as a launchpad for new talent. Schusser emphasized the importance of ensuring the future of the music catalogue, stating that the industry currently relies too heavily on legacy music. He noted that creating a new generation of catalogue material is a critical challenge and opportunity for the business in the coming decades.
The venue is slated to open within the next few weeks, marking Apple’s return to the London live events scene nearly a decade after the conclusion of its iTunes Festival. That previous series famously hosted high-profile names such as Adele, Elton John, and Lady Gaga at venues like The Roundhouse and Koko. Culture Secretary Lisa Nandy has praised the new development, describing the investment as a significant signal of confidence in the UK’s creative industries. The report also notes that all of which will be filmed and broadcast live online, the 600-capacity venue will host one-off shows by major recording artists and new bands. The report also notes that as the cost of living increased and people made post-Covid lifestyle changes, about 400 of Britain’s clubs closed, it’s a reflection of a national trend: Between 2020 and 2025. The report also notes that so the arrival of a deep-pocketed tech company could give independent venue owners cause for concern, the rate in London is higher than the rest of the country. The report also notes that and that’s one of the main reasons it’s a smaller space, we have really no interest in trying to be in the way of anyone else. The report also notes that the venue has been designed so that artists can configure the stage for everything from huge televisual productions to intimate acoustic sets. The report also notes that details of the opening act are expected to be announced soon. The report also notes that lady Gaga launched her third album, Artpop, at the iTunes Festival in London’s Roundhouse in 2013.
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